Storytelling is central to cultivating a culture of community between a nonprofit organization, the population(s) it serves, and the volunteers and donors needed to assist in its mission-driven work.
As a development director, storytelling is one of the most important tools I use to inspire donors and volunteers to support Planned Parenthood of the Heartland.
In fact, this tool is used affiliate-wide at PPHeartland. Mission Moments (MMs) are paragraph-long statements that aim to set an inspirational and mission-driven tone at the start of all internal and external meetings. These MMs cover an array of meaningful interactions with donors, volunteers, and patients.
Whether in a one-on-one donor conversation or event planning committee meeting, I always have a printed MM in my bag ready to go.
MMs can invoke a sense of ownership and influence in donors and volunteers, helping to demonstrate impact of their philanthropic work. This in turn can increase the likelihood of them making a monthly, annual, or even transformational gift.
So how does PPHeartland come up with these MMs? Well, Ann Handley in Everybody Writes describes a process nearly matches ours.
While Handley explains this process from the for-profit perspective, below are key questions that she raises with my insertion of nonprofit language:
Handley lists the following must-have characteristics for stories. Please note some overlap between these points: